Ventana Research Analyst Perspectives

SAS is one of the largest and best-known independent vendors of BI and analytics. The company’s website shows 16 product lines, and product variations to match almost every business analytics requirement in any industry. One of its core products lines is Customer Intelligence, which I wrote about last year. Customer Intelligence consists of four main components: strategy and planning, information and analytics, orchestration and interaction, and customer experience – among all these interesting areas, only the last really indicates what the products do.

SAS is a presence in analytics of virtually every kind and my colleague the broader value of SAS earlier this year. Only a couple of months back I wrote briefly about one of its newest offerings, Social Media Analytics. Since then I have had a chance to see this product in action. While the current version isn’t what I would describe as on the leading edge, it provides capabilities companies need right now. In simple terms it lets companies farm data from multiple social media sites (using extensions of its well-proven data extractors), processes these through a version of its core BI applications and then presents what consumers are saying about a company in ways that are easy to use and understand. Users can see customer sentiments about various topics such as company brand, products or services and get a view of trends and likely causes of changes of sentiment. Now that many consumers and customers are expressing their views through social media, this kind of information becomes vital to plotting future activities and helping to make smart decisions.

Analyst Perspective Policy

Ventana Research’s Analyst Perspectives are fact-based analysis and guidance on business, industry and technology vendor trends. Each Analyst Perspective presents the view of the analyst who is an established subject matter expert on new developments, business and technology trends, findings from our research, or best practice insights.

Each is prepared and reviewed in accordance with Ventana Research’s strict standards for accuracy and objectivity and reviewed to ensure it delivers reliable and actionable insights. It is reviewed and edited by research management and is approved by the Chief Research Officer; no individual or organization outside of Ventana Research reviews any Analyst Perspective before it is published. If you have any issue with an Analyst Perspective, please email them to ChiefResearchOfficer@ventanaresearch.com